黑袜子 昂贵背后的营销术

<正>出售的商品简单得出奇,价格不便宜,甚至要先交年费。但就是这样的一个网站,却赢得了极高的用户忠诚度。它成功的奥秘在哪里呢?这是一家欧洲的小型网络商店,叫"黑袜子站"(BlackSocks.com),顾名思义它专卖黑袜子。但这种普通的黑袜子,定价不低,基本上是一双10美元。然而,十多年来,它成功在欧洲卖出1000万双黑袜子,并因此一度成为美谈。该网站的创始人萨米·赖尔切思路清晰:只专注商务人士。

Marketing for Expensive BlackSocks

BlackSocks.com is a small online shop selling black socks in Europe. The socks are often sold with high price, mostly 10 dollars for a pair. The shop has sold 10 million pairs of socks over the past decade, which was once a much-talked story in Europe. Samy Liechti, founder of BlackSocks.com, has made it clear that the socks only target at businesspeople. One of the secrets that lead to Samy Liechti’s success is to simplify the sophisticated things so that limited resources may be utilized to do simple things well. But a more important thing is, Samy is not only selling socks, but also sending greetings and making commitments regularly to customers. That’s why the customers are so loyal to the brand and are willing to spend more money on it. There’s a lot to be learnt from the BlackSocks story for the E-business people in China. For example, it’s good to be focused and small. The more important thing is to be as clear-minded and focused as BlackSocks.com.